FSI Report: Jan. 4, 2004

Leading brands are encouraging a healthy start to 2004 with an emphasis on weight loss, exercise and nutrition in this week's FSIs. Unilever's Slim-Fast graced the cover of the Jan. 4 Valassis insert offering free personalized weight-loss support at slim-fast.com and via a toll-free number. Inside, the brand offers four $1-off coupons for Ready To Drink cans, Meal On-the-Go Bars and other products. Slim-Fast is also a partner in Valassis' "New Year Resolution Solution" sweepstakes featured in the insert. Consumers must mail in entry forms by Jan. 30. Prizes include a Vision Fitness treadmill (one), Oster toaster ovens (10), a Slim-Fast Day Pack with a lunch cooler and recipe cards (50) and a Dove bathrobe (100). Marketing Events, Inc., Chicago, handles.Among other FSI-supported campaigns:Unilever ran a three-page spread offering up to $13 in savings and promoting its consumer web site, homebasics.com. The nine featured brands include Dove, Lever 2000 and Sunlight. Drugstores offering feature support in this week's circulars include Longs, Osco, CVS and Walgreens. Bayer Healthcare ran a two-page spread themed "Healthy Savings for the New Year" and offering seven $1 and $1.50 coupons good for Bayer aspirin, Alka-Seltzer, Aleve and Campho-Phenique products. A second two-page spread in some markets offered a rebate form for up to $4 back on multi-vitamins including One-A-Day and Flintstones Complete. CVS dedicated a full page to Bayer in this week's circular, offering $5 to ExtraCare loyalty card members purchasing $15 worth of Bayer products. Additional drugstores supporting Bayer with feature space include Walgreens and Brooks.ConAgra Foods' Healthy Choice appeared on the cover of News America Marketing's Jan. 4 SmartSource insert. The brand is teaming with the American Heart Association to offer a free nutrition and healthy lifestyle book with the purchase of seven products, including soup, bread and ice cream. Consumers who participate in the mail-in offer also receive a free Supermarket Shopping Guide, an aisle-by-aisle overview of how to shop healthily in grocery stores. Brach's Confections, Inc. plugged its entertainment property-branded snacks in a half-page FSI. A 60-cent coupon can be used for the purchase of any two Fruit Snacks products, including those shaped like characters from The Wiggles, The Cat in the Hat, Barbie of Swan Lake, Spider-Man, Bob the Builder and Clifford the Big Red Dog.Fitness expert Denise Austin buffed up two FSIs. The Dole Food Co. is hosting a mail-in offer for Austin's Shrink Your Female Fat Zones book for $6.99 (retail value: $17.99) with the purchase of three Dole Fruit Bowls products. Meanwhile, Pharmalite's Nature Made highlights the video-version of the book in a one-page FSI. The company previously teamed with Austin for a treadmill sweepstakes. (See "FSI Report: Oct. 12, 2003" in Related Stories.) Lysol Products Co. introduced a Green Apple scent with a scratch-and-sniff FSI that includes coupons for apple-scented disinfectant spray and cleaning products. PepsiCo's Frito-Lay highlighted new luggage-inspired packaging for a 24-count variety pack featuring Lays, Doritos, Cheetos, Fritos and Ruffles. The full-page FSI offers a $1 coupon for the product.

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